New Orleans Wine & Food Experience

Taking a local event to the next level

For over 20 years, the New Orleans Wine & Food Experience (NOWFE) had welcomed gourmands and connoisseurs from around the world by showcasing wines and local restaurants through a wide variety of events and experiences. NOWFE had also raised more than $1 million for local non-profits.

The Challenge

Increase ticket sales, sponsorship and vendor participation by promoting NOWFE as one of the most incredible culinary events in the nation.

The Resolution

Since hosting the first NOWFE event in 1992, there had been an explosion of competing food events around the country. In order to stand out, it was decided that a rebrand was needed. Through multiple strategy planning sessions, Fridge guided NOWFE to three core brand messages:

  • NOWFE is a high-end food and wine experience on par with other national events
  • NOWFE evokes a sense of New Orleans's culinary heritage and historic landscape
  • NOWFE is equally engaging for both food AND wine connoisseurs

The resulting new brand is a New Orleans-inspired, retro/playful design with contemporary, clean lines. The rebrand included logo development, website redesign, collateral redesign, print and out-of-home ad development, video production, e-blasts and social media.

The Results

From the rebrand, all events sold-out and NOWFE experienced a 10% increase in sponsorship revenue.

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